We all use the Internet when shopping, when choosing where to travel and even following when our most beloved sports team. Researching, browsing and comparing online are all important parts of choosing the right product and making the right decision of what you end up buying. But shopping and browsing can feel a bit like hard work, given how time consuming they can be.

Google helps consumers by making it easy to find the product and service they need by organising, structuring and displaying the results of their query at the touch of a button.

Working with the Google Team in Asia Pacific, I helped develop their creative campaign strategies, propositions and go-to-market insights for Google’s consumer campaigns.  

In 2019, Shiseido launched its delicate skin program, available in Japan and across Asia, that includes gentle skincare and base makeup formulas for complexions that experience concerns due to environmental changes, stress, even the rhythms of daily life. 

With a goal of recruiting skincare consumers into the brand funnel, driving affinity and love, I led the strategic thinking to create the go to market framework, consumer insights, competitor research, key value proposition and functional messaging. This laddered into the creative concept, key visuals, paid media/ advertising campaign, social media content, activation ideas and influencer marketing. 

The British Virgin Islands Airports Authority (BVIAA) owns and operates all airports within the British Virgin Islands. It oversees connectivity to hundreds of domestic and international destinations with frequent daily flights to top-rated, major cities in the Caribbean.

The Authority also has the responsibility for providing safe, secure and efficient gateways from the islands to the world. With the goal of championing the beauty of the British Virgin Islands by providing the ultimate arrival and departure experience, I strategically led the rebrand and repositioning of the BVIAA brand within the British Virgin Islands’ overall tourism growth plan by modernising its image, look and messaging.

I developed a new logo, branding colours, palettes, sub-marks, a new tagline, messaging, architecture and the overall brand visual direction.

Finally, I permeated the brand strategy across all key touch points: Audiences & Data, Content,Website, SEO, a Customer Care Program, Social Media, Experiential Marketing, a PR Strategy, a Growth Strategy and a B2B Strategy

London based Protected Species is a well established urban-inspired waterproofs brand that designs jackets made with comfortable stretch fabrics in softly muted colour palettes. Protected Species exists for wearers who want to embrace the outdoors everywhere without ever compromising on style. Featured by Cosmopolitan Magazine, Marie Claire, The Times, etc, their designs include features which adapt to weather and body shapes.

I helped craft their brand strategy for 2020 and beyond, including key brand positioning, ethos and their messaging strategy as they continue to reinvent rainwear for discerning audiences.

Unexpected Guest is Australia’s first mobile gin distillery and online gin brand, one that infuse every function of its operation with energy and whimsy. The result is memorable tastes and unforgettable experiences complimented with a playful gin that showcases the true exploratory nature of distillation. The founders have a passion for excellence, experience and energising the gin landscape in Australia and have embarked on the gin frontier with flare.

I helped craft their end to end brand strategy - from brand development (messaging, brand story, positioning) through to target audience insights and their go to market strategy, from social media, through to influencer strategy. As well as their Event and experiential strategies, distributor, industry and retailer collaborations plus launch plans, proposed launch roadmaps and creative conceptualisation.

Avantcha is a leading luxury tea brand based in the UK, Dubai, Switzerland with a global eCommerce reach. I worked on the brand’s strategy to help position it as a premium brand that aims to change the way tea is experienced and understood through sourcing high quality leaves, minimalistic accessories, modern tea ceremonies and educational programs.

I worked on their end to end brand strategy - creating their brand mission, vision and north purpose. This was then weaved into their messaging, taglines, positioning strategy and making recommendations fo r their key visuals. I also put together their go to market strategy including eCommerce rollout, influencer insights and promotion planning. Today, Avantcha is stocked in premium stores throughout Europe and the UAE with booming sales globally.They also have their own bricks and mortar stores, tea bars and experiences. Today, Avantcha exists to help consumers to distill all the beauty of tea, to rediscover the taste and to explore the emotive meaning of tea beyond simple refreshment.

When Australia's biggest bank, The Commonwealth Bank decided to celebrate its Centenary year, it wanted to highlight its integral role in the history and progress of Australia over the last century. The extensive integrated campaign, entitled 'One Hundred Years Together', highlighted what Commonwealth Bank, together with the people of Australia, have achieved in the past 100 years.

Combining television, print and social media, the campaign, looked to engage existing and prospective Commonwealth Bank customers in a conversation about the future of banking over the next 100 years.

For over three years I managed the online brand, media and advertising campaigns and projects for the Toyota and Lexus family (Japan, Australia and NZ).

Significant accomplishments include developing and creating the Toyota global Formula One Toyota website, launching Lexus vehicles exclusively online and implementing a backend CRM site for all 200+ Australian Toyota and Lexus car dealerships.

http://www.toyota.com.au/ AND https://www.lexus.com.au/

Working with partner agency OMD, I was part of the team that developed content and produced a series of videos that would help Clinique evolve from a dermatologist-developed, ‘serious-about-skincare’ brand, to becoming a ‘healthy beauty’ company. The CLINIQUE Superfood, Superskin dinner parties were glamorous events focussed on the ingredients required for great skin. Each event provided an occasion for our target to look their best and reminded women that beauty on the outside is intrinsically linked to health and wellbeing on the inside.

Aimed at both seasoned professionals or beginners, My Nikon Life was created to help guide and inspire camera and photography enthusiasts to getting the most out of photography and video. I worked with the marketing team at Nikon to develop content and creative campaigns aimed at reaching the desired target market, using the latest tools to design online environments and videos to engage and connect with communities, maximise exposure, increase traffic and leverage the power of both traditional and new media.

Along with the highly successful 'I am Nikon' ad campaign, the website helped to improve market positioning with both professional photographers and everyday consumers.

https://mynikonlife.com.au/

Marina Prior has been one of Australia’s leading musical theatre stars for more than three decades now, having made her breakthrough in 1983 as Mabel in The Pirates of Penzance opposite Simon Gallaher and Jon English, and going on to star in shows such as The Phantom of the Opera, Les Miserables West Side Story, and The Secret Garden in the years soon after.

Marina has won Mo Awards, Green Room Awards and the Advance Australia Award for her contribution to the performing arts. Inducted into Australia’s 100 Entertainers Of The Century and having performed over twenty leading roles in her career so far, Marina has released seven albums including, “Both Sides Now” (2012), “Encore” (2013), “Marina Prior Live” (2013) and more recently “Candlelight Christmas” (2013) with her Ultimate Collection "Leading Lady", (2015).

I worked with a team helping Marina develop her personal brand strategy, targeted at reaching her audience and fans.